Wellness industry sees new sauna concepts in Miami and Tokyo

New wellness concepts are emerging in the sauna industry, focusing on specialized membership models and immersive sensory experiences.

In Miami, Florida, the social bathhouse Grotto Baths is scheduled to open in late summer 2026. The 7,500-square-foot facility features two types of saunas, three types of cold baths, and a steam room. The business model utilizes a membership structure, with monthly fees of $250 for individuals and $400 for premium tiers. To manage capacity, the facility employs a reservation system that limits weekend stays to three hours while allowing unlimited time on weekdays. Notably, the facility will not serve or allow alcohol, positioning itself as a non-alcoholic social hub with a cafe and outdoor lounge.

In Tokyo, WIQOMEDIAN is set to launch SAUNA MOTHER in Roppongi in late October 2026. This private sauna facility focuses on a concept of extreme relaxation through sensory immersion. The centerpiece is the ‘Mother Sofa,’ a device designed to mimic the feeling of being held by a parent. It uses specific rhythmic swaying to trigger the mammalian ‘transport response,’ combined with projection mapping and tactile mechanisms to stimulate oxytocin release. The experience is designed to guide users through a sequence mimicking birth, from a womb-like sauna to a specialized relaxation phase.